In an industry where brand-building and line extensions are rare, Tristar took the Genie Bra (No. 10 on the 2012 Jordan Whitney annual) and parlayed it into a multimillion-dollar business . This latest addition will fit comfortably (get it?) into the line.

S7Analysis: Yet again, the big challenge here will be competing in the very crowded shapewear category. However, Tristar has done it before, and this product has features that make it notably different from other shapewear on the market.

Stella Riches, a live shopping host, is also a solid choice for spokesperson with an engaging style. My only concern regarding the commercial is that it tries to communicate too many messages (comfort, three ways to wear the product, looking 10 pounds slimmer), and thus sacrifices clarity. If that creates confusion, it could become a sales killer.

No comments:

Post a Comment

Sign Up

About Me

I am the founder and president of SciMark Corp., a consulting firm that specializes in direct marketing techniques. I've helped launch dozens of consumer products in my career, some of which (such as the Finishing Touch/Micro Touch hair removers and the HD Vision line of sunglasses) went on to become household brands. I also helped pioneer two methodologies for identifying winning DRTV products that have become industry standards: online surveys and Web testing. In addition to publishing blogs, I contribute regularly to Response magazine and the official blog for the Electronic Retailing Association (ERA).